Is your pay-per-click strategy in dire need of updating? If you’re using the same old strategies to win at pay-per-click, there’s a huge chance that a ton of other PPC experts are using them too. So, if you want to get ahead and crush the competition, you’re going to need better, more tactical strategies and ways for creating and optimizing your PPC campaigns. If you’re ready to retire (or at least upgrade) your old PPC playbook and replace it with winning plays, view these slides along with the accompanying webinar found at http://email-marketing.pinpointe.com/webinar-ppc-playbook-loveday Learn how to use the latest online advertising technologies (think AI-powered) to optimize your digital campaigns. Lance will also outline a framework that shows you the key steps to beat the competition and succeed with your PPC ads.

2. Email Marketing for Teams
Teams and agencies use Pinpointe to produce better
email campaigns quickly and at a larger scale
BROUGHT TO YOU BY:
Pinpointe On-Demand, Inc.
MODERATOR:
Eryn Branham
Pinpointe On-Demand, Inc.
ebranham@pinpointe.com
623.975.3335

3. § Design mobile friendly campaigns in minutes
§ Designed for high volume sending
§ Better Results: Advanced segments + behavioral targeting
Email Marketing for Teams:
In-Depth Analytics
Track meaningful
ROI
WHY
PINPOINTE?
Collaborative EMAIL
MARKETING where teams
can CREATE, DEVELOP,
SEND and SUCCESSFULLY
TRACK email marketing ROI
Create Teams
Up to 500 Dedicated
‘Teams’
Campaigns
Easy to use
Drag-N-Drop Builder
Support
Free Onboarding +
Dedicated Account Manager

4. Providing advanced sending options to
improve results.
TESTING +
REPORTING
§ Predictive sending
§ Auto-add utm_tracking
for easy reporting in
google analytics
§ Drill-down reporting
§ Split tests
§ Auto-batch - Test send
time batches
§ Compare campaign
details
§ Plus more…

5. A few of Our Customers:
INDUSTRIES
WE SERVE
• Agencies
• Franchises
• Real-Estate Teams
• Partner Networks
• Multi-Office
• Publishing
• Digital Media
• Technology
• Salesforce Marketing
Cloud

6. https://landing.pinpointe.com/schedule-live-demo/
SCHEDULE A
PERSONAL DEMO

7. Slides + on-demand version of
the webinar webinar will be
available tomorrow morning.
The webinar is being recorded!
Please post questions in the
Q&A panel
BEFORE WE BEGIN…
Questions?

8. Lance Loveday
CEO | Closed Loop
@loveday
@closedloop
www.closedloop.com
§ 20+ years in digital advertising
§ Helps high-growth companies realize a massive profit
§ Mentor for 500 startups
§ 3X founder and bootstrapped Closed Loop to over $5M in ARR
FEATURED SPEAKER

9. CAMPAIGN
HEALTH CHECK
healthcheck.closedloop.com

10. Your Thinking
UPDATE

11. MYTH REALITY
Efficient Market Ad Market is Wildly Inefficient
(which creates opportunity)
Incremental Exponential
Advertising is Cost Center Advertising is Profit Center
Ad is Strategy/Creative-Driven Execution Wins
Average is Average Average Is Losing

12. ROI
LEAD VOLUME
Until recently, advertisers
competed on a relatively
level playing field.
12

13. ROI
LEAD VOLUME
Now, there are clear
winners and losers.
EVERYONE
ELSE
LEADERS Until recently, advertisers
competed on a relatively
level playing field.
13

14. What changed?

15. IN THE BEGINNING…
• Paid Search was all you needed
• Limited targeting options
• Keywords were king
• Social was for personal use, not
business
• Data was pretty straightforward
• A handful of KPIs
• Easy to understand
• No additional technology
necessary to manage it
ADVERTISINGCOMPLEXITY
TIME
THEN

16. ADVERTISINGCOMPLEXITY
TIME
THEN
NOW
TODAY, HOWEVER…
• Paid social is standard for business
• Targeting options expanding
• Mobile has surpassed desktop
• Online ad spend now exceeds TV
ad spend
• Massive increase in data volume &
complexity
• Automation & machine learning are
now necessary to handle
complexity

17. 17
Is Strategy
STRUCTURE

18. Visualize
YOUR SPEND &
ROI DISTRIBUTION
Each Box is an Ad Set/Campaign
Size = Spend | Color = ROI
$90 $180$3
Cost per Conversion
18

19. SPEND & ROI DISTRIBUTION PATTERNS

20. 20
LIGHT PRUNING

21. 21
HEAVY PRUNING

22. 22
LIGHT RESTRUCTURE
For Tighter Granularity

23. 23
HEAVY RESTRUCTURE
To Reduce Granularity

24. 24
START OVER

25. 25
NOT TOO BAD

26. 26
AFTER
BEFORE
CASE STUDY
Structure Change

27. Analyze Impression Share
TOP PERFORMING
KEYWORDS
• If strong performing keywords
(low cost per conversion) are
losing impression share,
rebalance spend to max them
out FIRST
• Doing this across your
campaigns will maximize
budget and improve efficiency
Impression Share

28. Visualize
YOUR GEOGRAPHIC
PERFORMANCE
Size = Spend, Color = ROI

29. GEOGRAPHIC PERFORMANCE PATTERNS
1 2
3 4

30. GEOGRAPHIC PERFORMANCE PATTERNS
1 2
3 4
LOW-HANGING FRUIT
Apply geo-specific bid modifiers in
areas where you’re clearly winning or
losing to boost ROI immediately.

31. Aggregate
MATCH TYPE
PERFORMANCE
• Spot easy opportunities to
optimize spend allocation
• Great indicator of overall
campaign health
$37.48
$25.93
Broad Phrase Exact
$35.90
- $40.00
- $35.00
- $30.00
- $25.00
- $20.00
- $15.00
- $10.00
- $5.00
$0.00
60% -
50% -
40% -
30% -
20% -
10% -
0%
%ofTotalCost
CostperConversion

32. $37.48
$25.93
Broad Phrase Exact
$35.90
- $40.00
- $35.00
- $30.00
- $25.00
- $20.00
- $15.00
- $10.00
- $5.00
$0.00
60% -
50% -
40% -
30% -
20% -
10% -
0%
%ofTotalCost
CostperConversion
LOW-HANGING FRUIT
If Exact Match performs best but
Impression Share is low (<80%),
reallocating more spend to Exact
could increase ROI immediately.

33. TARGET ALLOCATION
• Spend 60-80% on Exact
• Remainder on Modified Broad
$37.48
Broad Phrase Exact
$35.90
- $40.00
- $35.00
- $30.00
- $25.00
- $20.00
- $15.00
- $10.00
- $5.00
$0.00
60% -
50% -
40% -
30% -
20% -
10% -
0%
%ofTotalCost
CostperConversion
$25.93

34. 34
AFTERBEFORE
CASE STUDY
Structure Change > Match Type
Impact

35. 35
MAX OUT YOUR WINNERS
before letting budget fall to your losers

36. 36
STRUCTURE IS STRATEGY
because it allows you to allocate your
budget more effectively

37. 37
Optimize to More Signals
AI + BIDDING

38. 38
Pick keywords and specify bid based on the
likelihood for that keyword to convert on a
last-click, desktop and same session basis.
A WHILE AGO, BIDDING WAS PRETTY SIMPLE
Keyword Bids
38

39. 39
More signals have been added so
marketers could account for device
type, time, weekday or location.
Keyword Bids
Device
Time
Locations
Weekday
SINCE THAT TIME…
39

40. 40
Keyword Bids
Device
Time
Locations
Weekday
Demographic
Browser
Operating
system
Search Network
partner
Conversion
path
Conversion
Rate / value
Application
Language
Ad creative
Device
type
Audience
segment
The ever growing breadth of
data creates more
complexity for advertisers
to set bids based on each
user’s context.
AI-based bidding is the best
solution to efficiently
account for all available
signals and improve
performance.
PRESENTLY,
40

41. 41
HUMAN
Intelligence
41

42. 42
ARTIFICIAL
Intelligence
42

43. 43
OR
43

44. 4444

45. 45
CENTAURS!
45

46. 46
use your human brain to structure your
campaigns and then set the AI loose to
perform multivariate optimization.
DO…
46

47. 47
just check the AI box.
DO NOT…
47

48. 4848

49. 49
WHICH STRUCTURES ARE BEST SUITED FOR AI?
49

50. 50
UNFRIENDLY STRUCTURES FOR AI
• Granularity at extremes (super chunky or super diced)
• Propensity for AI to misinterpret signals or make decisions based on
thin data
50

51. 51
AI-FRIENDLY STRUCTURES
• Ideal granularity (medium-sized boxes)
• Enough positive signal (blue) to optimize for
51

52. 52

54. 54
26% lower CPA
tCPA Bidding Outperforms
Manual Bidding
CASE STUDY
Exceeded CPA goals and
client increased investment
1000%
Conversions + 1489%
CPA - 26%
CPC -26%
Clicks +1493%
CTR 14%
Invest + 1083%
Start Date
May 10, 2019
End Date
Jun 9, 2019

55. 55

56. AUDIENCE
TARGETING
AI +

57. 57
Through signals, we get to
know our users beyond their
basic demographic details,
and understand the deeper
layers of who they are.

58. 58

59. Awareness
Consideration
Evaluation
Purchase
Advocacy

60. Awareness
Consideration
Evaluation
Purchase
Advocacy
Remarketing :
Dynamic Remarketing, Google Analytics
Affinity Segments :
Roles (e.g. parent, small business owner)
In-Market :
In-market audience segments
Demographics :
Age, Language, Gender
Similar Audiences :
Look alike modeling
Custom Interests :
Enthusiasts (e.g. outdoor lover, coupon collector),
Affinity (e.g. luxury shoppers)

61. 1. SET UP REMARKETING AUDIENCES

62. 2. SET UP CUSTOM INTENT & AFFINITY AUDIENCES

63. 3. ADD IN-MARKET & AFFINITY AUDIENCES

64. 4. OBSERVE AUDIENCE PERFORMANCE

65. 5. APPLY BID ADJUSTMENTS

66. SUPER PRO TIP #1: LAYERED TARGETING
KEYWORDS
DEMOGRAPHICS
DEVICES
ACCOUNT LIST
FIRMOGRAPHICS
AUDIENCES
SOCIAL ACTIVITY
INTERESTS
BEHAVIOR
Buy the most valuable traffic first, then expand as economics allow
66

67. KEYWORDS
DEMOGRAPHICS
DEVICES
ACCOUNT LIST
FIRMOGRAPHICS
AUDIENCES
SOCIAL ACTIVITY
INTERESTS
BEHAVIOR
Buy the most valuable traffic first, then expand as economics allow
SUPER PRO TIP #1: LAYERED TARGETING
67

68. Pass Audience ID through to
Salesforce/CRM to enable full-funnel
optimization by audience
SUPER PRO TIP #2

69. Integrate Marketo
Smart Audience Lists
to automatically
update CRM lists
SUPER PRO TIP #3

70. 70
Current Audience Performance:
• 30% lower CPAs
• 114% higher CVR than Non-Audiences
CASE STUDY
Use of the next generation of audience
targeting for performance advertisers.
Affinity
Existing Customer Segments
Custom Affinity
YouTube Remarketing
Custom In-Market
Similar to CRM Lists
CRM Lists
Website Visitors
Website Converters
CPA by Audience Type
-$9.00
-$8.00
-$7.00
-$6.00
-$5.00
-$4.00
-$3.00
-$2.00
-$0.00
-$1.00

71. 71
Ruthlessly
AUDIT

72. ROI
LEAD VOLUME
HOW DO YOU KNOW
WHERE YOU’RE
STARTING FROM?
@loveday@closedloop

73. ASK THE RIGHT QUESTIONS
• Are we spending money on low ROI campaigns before maxing out
our best performers?
• Are we applying bid modifiers based on geographic, device,
demographic, day-part, behavior, and audience performance?
• Are we allocating budget or letting Google & Facebook do it for us?
• Are we optimizing to deeper funnel metrics like MQLs, SQLs and
LTV or settling for cost per lead?
• Are our campaigns structured to leverage AI?

74. Get the answers with a Closed Loop Audit
• Are we spending money on low ROI campaigns before maxing out
our best performers?
• Are we applying bid modifiers based on geographic, device,
demographic, day-part, behavior, and audience performance?
• Are we allocating budget or letting Google & Facebook do it for us?
• Are we optimizing to deeper funnel metrics like MQLs, SQLs and
LTV or settling for cost per lead?
• Are our campaigns structured to leverage AI?
ASK THE RIGHT QUESTIONS

75. OUR FULL AUDIT CONTAINS 30+ AREAS OF ANALYSIS
ü Account Structure
Campaign & Ad Group
Organization
ü Key Metrics
Impression Share, Spend by
Match Type, CPA
ü Spend Hierarchy
Channel & Platform Spend
Distribution
ü Account Settings
Dayparting, Ad Rotation,
Distribution, Geotargeting, & more
ü Bidding Strategy
ROI vs. Position
ü Keyword Strategy
Match Type, Depth, QS, Search
Query Reports, & more
ü Landing Page
Continuity, Design for Conversion
ü Ad Copy Creative
Continuity, Testing, Differentiation,
CTA, Automation & more
ü Tracking & Metrics
Conversion Tracking, GA Usage
ü Display Campaigns
Placement, Ad Formats,
Multivariate Ad Testing
ü Remarketing Campaigns
Audiences & Conversions
ü Social Campaigns
Placement Targeting, Audience
Targeting Expansion, Campaign
Budgets, Video Strategy, & more
@loveday@closedloop

76. All audits include detailed
visualizations for
actionable insights
Powered by
@loveday@closedloop

77. ON AVERAGE, OUR
AUDITS REVEAL UPSIDE
POTENTIAL OF 35-100%
What You Get:
• A data-driven expert review to ensure you’re taking advantage of the latest platform capabilities
and most advanced tactics
• An objective, quantifiable estimate of the upside available in your campaigns
• A prioritized, actionable roadmap for how to increase campaign performance
Cost: $10,000*
*Free for advertisers spending $100K+/mo
@loveday@closedloop

78. CAMPAIGN
HEALTH CHECK
healthcheck.closedloop.com

79. 10
WE THANK YOU
We appreciate you taking the
time to watch this today!

80. SEE US IN ACTION
PINPOINTE DEMO
REQUEST A
PERSONAL LIVE DEMO + STRATEGY REVIEW
NEXT STEPS
• sales@pinpointe.com
• https://landing.pinpointe.com/sched
ule-live-demo/
• (800) 557-6584 or US:
(408) 834-7577, Option #2

81. FOLLOW
PINPOINTE
Get MARKETING TIPS &
INFO @pinpointe
www.facebook.com/Pinpointe
sales@pinpointe.com
(800) 557-6584 or
US: (408) 834-7577, Option #2
www.pinpointe.com | www.pinpointe.com/blog
GET IN TOUCH